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Document Title Mission Report Destination management support – An Giang, Kien Giang & Can Tho ROBERT TRAVERS, DO DINH CUONG & HA THANH HAI DESTINATION MANAGEMENT AND DEVELOPMENT & HUMAN RESOURCES EXPERTS 18 FEBRUARY 2015 Programme No. DCI-ASIE/2010/21662 Executive summary ............................................................................................................. 5 1. Background ................................................................................................................. 10 1.1 Destination management ................................................................................... 10 1.2 Government mandate for regional destination management ......................... 10 1.3 Mekong Delta Tourism Strategy ........................................................................ 12 1.4 Review of current tourism development and marketing proposals ............... 19 1.4.1 Provincial tourism development strategy of An Giang ........................ 19 1.4.2 City tourism development strategy of Cam Tho ................................... 22 1.4.3 Provincial tourism development strategy of Kien Giang ..................... 24 1.5 Environmentally and Socially Responsible Tourism Capacity Development Programme .................................................................................. 27 2. Recent tourism performance in the region ............................................................... 28 2.1 Analysis of tourism performance ..................................................................... 28 2.2 Destination management at present ................................................................. 34 2.3 Destination marketing at present ...................................................................... 34 2.4 Human resource issues at present ................................................................... 35 2.4.1 Introduction ............................................................................................. 35 2.4.2 Conclusion .............................................................................................. 39 3. Strengths, weaknesses, opportunities and threats .................................................. 42 3.1 Strengths ............................................................................................................ 42 3.2 Weaknesses to be addressed ........................................................................... 43 3.3 Opportunities to be captured ............................................................................ 46 3.4 Threats ................................................................................................................ 49 3.5 Summary of recommended way forward .......................................................... 50 4. Destination management strategy to 2020 ................................................................ 51 4.1 Overall strategic vision ...................................................................................... 51 4.2 Development objectives .................................................................................... 52 4.3 Apply good governance .................................................................................... 53 4.4 Foster competitive tourism businesses and sustainable markets ................. 55 4.5 Use tourism for socio-economic development ................................................ 56 4.6 Build awareness and understanding of sustainable tourism ......................... 56 4.7 Develop a skilled tourism workforce with decent working conditions ........... 56 4.8 Protect and sensitively promote natural and cultural heritage ....................... 56 5. Product and marketing development action plan ..................................................... 57 5.1 Development objectives .................................................................................... 57 5.2 Marketing ............................................................................................................ 60 page ii 5.3 ESRT support ..................................................................................................... 62 6. Service quality action plan to 2020 ............................................................................ 63 6.1 Service quality objectives ................................................................................. 63 6.2 Enhancing service quality jointly in the region ................................................ 64 6.3 ESRT support ..................................................................................................... 65 7. Destination management action plan ........................................................................ 67 7.1 Action plan at provincial level ........................................................................... 67 7.2 Action plan at three province level ................................................................... 67 7.3 ESRT support ..................................................................................................... 67 8. Bibliography ................................................................................................................ 69 8.1 Printed sources .................................................................................................. 69 8.2 Electronic sources ............................................................................................. 69 9. Annexes ....................................................................................................................... 70 Annex 1 Consultations .......................................................................................... 70 Annex 2 Site visits ................................................................................................. 72 Annex 3 Memorandum of understanding on joint destination management ....................................................................................................... 74 Disclaimer The views in this report are those of the experts and do not reflect those of the European Union. page iii Destination Management Support for An Giang, Kien Giang & Can Tho Acronyms CBT Community-based tourism DMO Destination management organisation ESRT Environmentally and Socially Responsible Tourism Capacity Development Programme EU European Union GIZ Deutsche Gesellschaft für Internationale Zusammena HCMC Ho Chi Minh City ITDR Institute for Tourism Development Research LCC Low cost carrier MCST Ministry for Culture, Sport and Tourism MDTA Mekong Delta Tourism Association MICE Meetings, incentives, conferences and exhibitions NGO Non-governmental organisation SWOT Strengths, weaknesses, opportunities and threats UNESCO United Nations Educational, Cultural and Scientific Organisation UNWTO United Nations World Tourism Organisation USP Unique selling point VITOS Vietnam Tourism Operational Standards VND Vietnam dong VNAT Vietnam National Administration for Tourism VTCB Vietnam Tourism Certification Board 4 Destination Management Support for An Giang, Kien Giang & Can Tho Executive summary In January 2015 the Mekong Delta was listed by the international travel publication Rough Guides as one of the top six best value destinations in the world, because of the authenticity of its experience and the ease of interaction with local culture and daily life. The majority of tourist accommodation in the Delta is located in the three provinces of An Giang, Can Tho and Kien Giang according to VNAT statistics. A Memorandum of Understanding on cooperation was signed on 18 October 2014 by the Provincial People‟s Committees of An Giang, Can Tho and Kien Giang and the Vietnam National Administration for Tourism. To support this, an ESRT technical mission was undertaken in January 2015 with the following objectives: To identify optimum practical approach for Destination Management through round table discussions in the three provinces To review current tourism development and marketing proposals To identify key themes to make the Delta a unique tourism destination in Vietnam. To outline action plan to address key issues, in particular how to increase economic, social and environmental benefits. To identify optimum practical approach for Destination Management To undertake workshops to present findings & recommendations As noted in the terms of reference, the three provinces form a key part of the Mekong Delta, which is the largest territory of wetland in Vietnam with the diversity of special habitats including inland marshes and coastal wetlands, mangroves and marine environments. The three provinces are also a living cultural area with unique and diverse heritage expressed through festivals, temples, crafts, historical and cultural monuments. These unique assets for tourism are largely unexploited because the Mekong Delta region is divided into small political units and has no common strategy for developing a tourism identity and product based on its unique features. It is essential to bring provinces together to do this and the three province consortium is an important first step towards wider cooperation. To compete effectively, destinations have to deliver superb experiences and excellent value to visitors. Destination management calls for a coalition of these different interests to work towards a common goal to ensure the viability and integrity of their destination now, and for the future. This is a key challenge the Mekong Delta, where the marketing of the region is minimal and uncoordinated, and most tourism
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